Apelo nostálgico no produto e na mensagem e sua influência na resposta do consumidor

• Autor(a) principal: Lopes, Francisca Flávia Plutarco
• Data de Publicação: 2015
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: https://hdl.handle.net/10438/14103
• topic: Nostalgia; Nostalgic appeal in the message; Nostalgic appeal in the product; Involvement with the product; Proneness to nostalgia; Nostalgia; Apelo nostálgico na mensagem; Apelo nostálgico no produto; Evolvimento com o produto; Propensão à nostalgia; Administração de empresas; Comportamento do consumidor; Consumidores - Atitudes; Propaganda - Aspectos psicológicos; Nostalgia

This study analyzes the influence of nostalgic appeal (in products and messages) in consumer attitude. I provide a literature review on the concept and studies about nostalgia to develop hypotheses and variables related to nostalgia. To investigate the relationship between the nostalgic appeal of the message and the product and the attitude toward the advertising, the attitude toward the product and purchase intention, a qualitative research through interviews with thirteen people, six consumer and seven professionals related to the theme. The analysis of interviews were conducted by content analysis. The results were categorized and resulting proposals of the interviews were developed on the mark whit nostalgic appeal and influence on consumer identification and purchase intention, the time of the relationship in a social group with proneness to nostalgia of the group members and the purchase intention and the nostalgic appeal (in products and messages) and purchase intention moderate by the appreciation level of consumer for its culture. This research, with the literature review, served as empirical basis for the quantitative study and hypotheses related to the nostalgic appeal in the product and in the message moderate by involvement with the product and proneness to nostalgia and the influences in attitude toward the ad, attitude toward the product and purchase intention. For the quantitative work were realized two studies, one study was pilot test, were conducted with three experiments each that allowed the test of hypotheses through analysis of variance and covariance analysis. Among the results, it was observed that the combined use between nostalgic appeal in the message and in the product has a better effect on the presentation of an advertisement which facilitates the consumers understanding. The nostalgic appeal in the product directly influenced the attitude towards the advertisement, attitude toward the product and purchase intention. The differences between genders and social classes in the respondents and the finding concerning the involvement with the product and the proneness to nostalgia as covariates were highlighted. In the end, the final considerations, the theoretical and practical implications, limitations and future directions.